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Victoria Beckham’s flagship store by London Olympics designer

Victoria Beckham has announced plans to open a shop in London’s Dover Street later this year, which will house all of her eponymous fashion collections including sunglasses, denim and accessories.

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The store, which will be 7,000 square feet and three floors high, is to have its interior designed by architect Farshid Moussavi, who was involved with the design of the London 2012 Olympics and Lower Lea Valley Regeneration Masterplan.

Victoira told WWD: “I think the time is now because I know my customer. It will be the first time that the people will really be able to see the brand through my eyes.”

Speaking about the shop’s design, the pop star turned fashionista commented: “[Moussavi] is a woman who loves fashion as well. She has quite a conceptual eye, which I like. We want to make something different without making it overly complicated. I just want it to feel real for me.”

Interesting design plans include “drilling a massive hole through the middle” to connect its three floors, Victoria said.

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